Mining The Last Gold Mine Of Garment Industry Should Be Good At Brand Channel Integration.

"P >" recently, "road 2013: brand, model, capital" Summit Forum was held in Hangzhou.

It is understood that this forum is a professional forum on China's children's clothing industry, sponsored by Hangzhou Zhong Sai Trading Co., Ltd.

This forum has assembled the famous enterprises in the industry, such as Li Jia Bao, baby Island, children's king and small flying elephant. They are working together with the famous Chinese host Liang Dong and Wu Bofan, the twenty-first Century Business Review publisher, to explore the future of Chinese children's clothing market around the three themes of "brand", "mode" and "capital".

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< p > < strong > excavation < a target= "_blank" href= "http://www.91se91.com/" > dress > /a > industry last gold mine < /strong > /p >

< p > according to statistics, the consumption market of Chinese children's clothing has exceeded 100 billion in 2012. It is estimated that by 2015, the children's clothing market in China will reach 120 billion. The children's wear market has been recognized as the last gold mine in the clothing industry.

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< p > China's huge population base and rising consumption level have prompted international famous brands such as LV, Armani, D&G, Adidas, Nike and so on to enter the Chinese market. Many domestic adult clothing brands such as Lining, Anta, XTEP, 361 degree, PEAK and so on have tested children's clothing product lines. "Children's clothing industry" has become a new "blue ocean".

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< p > Shen Qiang, chairman of Hangzhou Zhong Sai Trading Co., Ltd. believes that "China's children's wear market is not short of potential and capital, but lacks brand and talent.

At present, the children's clothing market in China is characterized by serious homogenization, poor sense of design and lack of characteristics.

In the course of future development, China's children's clothing market will be branded and differentiated, and the innovation of business mode and the competition of electric providers will become the main theme.

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< p > Wu Bofan said, "in the face of 100 billion children's wear gold mines, brand competition is an inevitable trend, and only those enterprises that always put the interests of consumers first, can they grow forever and eventually dig deep hidden gold mines."

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< p > < strong > be good at brand channel integration < /strong > /p >

< p > China's children's clothing market is promising, which brings vitality to China's garment industry.

But many problems such as "high inventory" and "frequent shops" have been troubling China's clothing industry. In 2012, Lining, Anta and other sports brands closed a large number of shops.

The reason is that homogenization, extensive management, lack of brand culture and service consciousness are the causes of injury. Children's clothing market has to draw lessons from it.

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< p > Shen Qiang is confident of the flourishing children's clothing market. But after nearly 20 years of baptism of children's clothing market, he knows well the development trend and possible predicament of the whole industry.

He clearly saw that in China's children's clothing market, compared with GAP, ZARA, Babu and other foreign children's clothing, there is still a certain gap in the local children's wear brands.

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< p > "China's children's wear starts late and is undergoing the shuffling period.

Most of the domestic enterprises are in the wholesale stage in marketing, without considering after-sales service, while international brands are developing by direct store and franchise chain, so as to ensure after-sales service and further build brand foundation.

Who can really put the brand into the consumer's mind in 3 years? Who is the last winner after the wave?

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< p > Shen Qiang said.

Now, after 85, the post-90s have gradually become the main force of children's clothing consumption. Their consumption characteristics focus more on personality and brand. Brand, quality and consumption experience determine the direction of the development of the industry. Children's brand "spring" is coming quietly.

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< p > this trend has been anticipated by Shen Qiang.

As early as in 2006, the water test children's wear brand operation, and the creation of its own brand "Beibei kingdom", today's Beibei Kingdom, has little reputation in the market.

But compared with international brands, Shen Qiang found that local enterprises have advantages in consumer psychology, production costs and channels, but there is a big gap between brand operation capability and design.

In 2010, Shen Qiang decided to take the role of "international brand" Chinese Butler. His first year operation of Babu bean was a great success.

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< p > 2012, the whole situation of the national competition bureau was basically settled. Shen Qiang's goal is to walk on two legs of brand and channel, and become the leading international brand channel integration operator in the world.

In the children's clothing market, the competition began to emerge. It was the year that the match was on the offensive, and the sales revenue increased by 47%. The number of mother and infant customers, provincial customers and fixed point franchisee stores has reached more than 2500, and there are more than 10 of the boutique children's wear shops in Beibei Kingdom, and the retail business has increased 69%.

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< p > at present, the competition adopts the mode of combining the three businesses of channel joining, direct store and electric business. In view of the channel of joining, the competition takes 3 ways: mother infant chain channel cooperation, provincial generation and fixed-point franchise. At present, the top 30 national Mother and infant channels are the strategic partners of the China Games.

As for the direct shop, the China Games plan to open 15 more boutique children's wear houses in 2013.

At the same time, the Chinese game actively develops online business. Its online business of Hangzhou Tong Sai Network Technology Co., Ltd. is growing rapidly.

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< p > it is also known that during the forum, the competition also held a brand ordering meeting for children's clothing in autumn and winter. Children's down coats, such as Babu beans, Disney, Teletubbies and Warner brands, and Beibei Kingdom and Babu bean baby clothing, all increased significantly over the same period last year.

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